A+ Content for Healthcare

Best practices guide with concrete examples for health and consumer healthcare brands in the United States

Introduction: Why A+ Content has become essential in healthcare

On Amazon, the product listing is often the only point of contact between a health brand and its consumer. Unlike a physical pharmacy where personalized advice accompanies purchases, e-commerce requires content to carry the entire burden of persuasion. This is precisely where A+ Content — formerly called Enhanced Brand Content (EBC) — comes into play.

For brands operating in Consumer Healthcare (CHC), dietary supplements, dermocosmetics, or Class I medical devices, A+ Content isn't just visual embellishment. It fulfills three critical functions that standard content cannot deliver: educating consumers about sometimes complex formulations, building trust in a field where credibility is non-negotiable, and differentiating offerings in saturated categories where product listings all look the same.

Industry data is telling. Amazon indicates that A+ Content can improve conversion rates by 3 to 10% on average, but for healthcare categories, where purchase decisions are more deliberate and sensitive, the impact can be even greater when content addresses real barriers to purchase: lack of product understanding, doubts about efficacy, and absence of perceived legitimacy.

This guide is aimed at content teams and creative teams working in the American market — Amazon primarily, but also online pharmacy platforms like CVS Pharmacy, Walgreens, and Amazon Pharmacy. It details preferred modules, design principles adapted to healthcare, common mistakes to avoid, and compliance requirements specific to the U.S. regulatory framework (FDA, FTC). Finally, it shows how a monitoring tool like Smile Analytics enables tracking, comparison, and optimization of A+ Content quality across an entire product portfolio.